What Active Rent does

Active Rent is an Italian long-term vehicle rental company headquartered in Rome (Via Tiburtina, 779) that operates exclusively in the Italian market under the Noleggio a Lungo Termine (NLT) model. The company offers subscription-based vehicle leasing with terms ranging from 12 to 60 months, distributing vehicles from 17+ automotive brands including Volkswagen Group, BMW, BYD, Stellantis marquee (Fiat, Alfa Romeo, Lancia, Jeep, Opel, Peugeot), Toyota, Lexus, Kia, and emerging Chinese brands (JAECOO, OMODA). Its core customers are Italian private consumers (Privati) and small business operators (Partita IVA holders), augmented by an 'Eco Lovers' persona for EV/hybrid buyers and a commercial vehicle segment for SME fleets. The platform segments inventory by use case (P. IVA, Commercial Vehicles, Pronta Consegna immediate delivery, ECO Lovers), supporting self-service quoting online and via toll-free phone (800694957).

The product is an all-inclusive monthly rental bundle combining the vehicle with mandatory RCA insurance, KASKO coverage, theft/fire, driver accident, glass insurance, roadside assistance, scheduled and extraordinary maintenance, traffic fine management, and legal protection. Pricing ranges from €199/month for entry-level vehicles (e.g., SEAT Arona, Fiat Panda) to €1,499/month for premium offerings (Audi e-tron GT), with mileage bands of 10,000-80,000 km/year and deposits from €0 to €6,000. A supplementary used-car purchase service pays sellers within 48 hours. Technology infrastructure is built on the DealerK platform with no proprietary technology; integrations are limited to a Smartupp chat widget and standard web analytics (HotJar, Smartlook, Google Analytics, Matomo). The website supports 30+ languages.

Active Rent operates with a small team of 11 employees and generates revenue through recurring monthly subscription payments plus ancillary services (used car purchases, optional insurance). Distribution is purely direct-to-consumer via website and phone, with no dealership or reseller network. Backbone partnerships include financial institutions (banks/lenders providing lease financing), insurance carriers, and automotive OEMs for vehicle supply. The company is privately held with no disclosed funding rounds, parent company, or ownership structure.

Name

Active Rent

Legal name

Active Rent

Website

https://activerent.it

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Active Rent is a Rome-based long-term vehicle rental company offering subscription-based car leasing (12-60 months) to Italian consumers and small businesses. The platform distributes 17+ automotive brands with all-inclusive insurance, maintenance, and roadside assistance bundled into monthly fees.

Ownership category

akta.pro rank

Product category

Long-term Vehicle Leasing Services

NAICS

Automotive Equipment Rental and Leasing (5321), Passenger Car Rental and Leasing (53211)

SIC

Services-Auto Rental & Leasing (No Drivers) (7510)

akta.pro primary industry

Long-Term Car Rental (Monthly/Extended Hire) (TLABAAAD)

akta.pro secondary industries

Consumer/Private Lease & Subscription (Personal Contract Hire) (TLABAAAC), Long-Term / Monthly Car Rental (THADAAAE)

Keywords

• Long-term vehicle rental
• Car leasing services
• Fleet leasing
• Vehicle subscription
• Auto noleggio

Headquarters

HQ city

Rome

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Long-term Vehicle Rental: Monthly subscription-based vehicle rentals with terms typically ranging from 24 to 48 months. Revenue is generated through recurring monthly payments that include insurance, maintenance, roadside assistance, and other services. Customers pay an upfront deposit (anticipo) followed by fixed monthly installments.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Active Rent is an Italian long-term vehicle rental company that provides monthly subscription-based car and commercial vehicle leasing with flexible terms ranging from 12 to 60 months. The core offering, "Noleggio a Lungo Termine," bundles the vehicle with comprehensive insurance (RCA, KASKO, theft and fire, driver accident, glass), scheduled and extraordinary maintenance, roadside assistance, traffic fine management, and legal protection into a single fixed monthly payment. Customers can also sell their used car directly to Active Rent.

Product overview

Active Rent is an Italian long-term vehicle rental company offering a comprehensive leasing platform with flexible terms (12-60 months). The core offering is the Noleggio a Lungo Termine rental service, which includes an extensive fleet of passenger and commercial vehicles from brands including Volkswagen, SEAT, Audi, BMW, Kia, BYD, CUPRA, FIAT, Toyota, Jeep, Peugeot, Opel, Lancia, Alfa Romeo, Lexus, JAECOO, and OMODA. The platform is structured around the rental service complemented by a suite of insurance and administrative add-ons: Assicurazione RCA (mandatory third-party liability), Assicurazione Furto e Incendio (theft and fire), Assicurazione Infortuni Conducente (driver accident), Polizza Cristalli (glass), Polizza KASKO (full coverage), Soccorso Stradale (roadside assistance), Gestione Sanzioni (fine management), Manutenzione Ordinaria e Straordinaria (maintenance), and Tutela Legale (legal protection). Additional services include Valutiamo ed Acquistiamo la tua Auto Usata (used car purchase) and specialized sub-brands for immediate delivery vehicles (Pronta Consegna) and commercial vehicles (Veicoli Commerciali).

Differentiator

Problem solved

Functional benefit

Products and services

• Noleggio a Lungo Termine (Long-term Vehicle Rental)

Quantifiable outcome

• Payment processing within 48 hours for used vehicle purchases
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Partnerships

One partnership is on record.

• Automotive Manufacturers (Volkswagen Group, BMW, BYD, etc.)coreChannel Partner/ Reseller/ DistributorPartnerships with automotive brands including Volkswagen, Audi, SEAT, CUPRA, BMW, BYD, Fiat, Kia, Toyota, Lexus, Opel, Peugeot, Jeep, Alfa Romeo, Lancia, JAECOO, and OMODA for vehicle supply and distribution.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Direct peers

• Sifà: Volkswagen Financial Services' Italian NLT arm, providing long-term rental primarily on VW Group brands. Overlaps directly with Active Rent's VW/Audi/SKODA/CUPRA/SEAT-heavy catalog and P.IVA focus.
• Leasys: Italian NLT leader owned by Stellantis/CA Auto Bank, offering long-term rental across Stellantis brands and beyond. Directly competes with Active Rent for Italian P.IVA and consumer NLT contracts, with the advantage of captive OEM supply.
• LeasePlan: One of the world's largest fleet leasing and NLT operators (now owned by ALD/Stellantis joint venture), with a strong Italian presence. Direct head-to-head competitor in multi-brand long-term rental.
• Alphabet: BMW Group's fleet leasing and long-term rental arm, operating across Europe including Italy. Comparable multi-brand offering with strong corporate fleet DNA.
• Athlon: Mercedes-Benz Group's international fleet management and leasing business. Operates in Italy with comparable long-term rental products and serves similar P.IVA/corporate segments.
• ALD Automotive: Global fleet management and long-term rental leader (Société Générale group), operating actively in Italy. Competes for the same multi-brand, multi-OEM long-term rental contracts at enterprise scale.
• Arval: BNP Paribas-owned full-service vehicle leasing and fleet management player with significant Italian operations. Directly comparable in offering multi-brand long-term rental to both SMEs and corporate customers.

Broad incumbents

• Sixt Leasing: Long-term rental and fleet management arm of the broader Sixt mobility group. Overlaps with Active Rent's NLT business while also operating short-term rental and corporate fleet services across Europe.
• Europcar Mobility Group: Major European short-term and increasingly long-term rental operator, with an established Italian presence. While historically short-term focused, its longer-term and subscription offerings increasingly overlap Active Rent's space.

Others

• Targa Telematics: Italian telematics and connected-mobility platform serving fleet operators, rental companies and NLT providers. Adjacent ecosystem participant — Active Rent's peers (Leasys, Arval, ALD) are Targa customers, illustrating the technology layer underneath the NLT market Active Rent competes in.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/active-rent-srl

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Active Rent